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A8(a). Alcohol Unit Reduction
1 January, 2013
Submitted: 12 May, 2015
Please list the actions that your company has undertaken in the last reporting year (e.g. product reformulation, serving size control, new product development, supportive promotional or marketing activity) and where possible provide data to indicate the scale of the activity.
The update provides you with an opportunity to describe the progress you have made on delivering against this pledge and the changes you have implemented in order to deliver this commitment. You may wish to indicate if your delivery plans for this pledge had to be modified and whether there were any unintended consequences that arose from your delivery of the pledge.
If you have more detailed information that you would like to share with the Department of Health but making it public might be detrimental to your business, this information can be provided on a confidential basis by sending it directly to RDalcoholnetwork@dh.gsi.gov.uk. Make clear on the email that the information is confidential, including a brief explanation of why this is necessary. This information will then be used for internal monitoring and evaluation only and details will not be published without the company's permission.
(2000 characters limit):
We continue our innovation of lower strength products. The launch of lemon T at 2.8% ABV is significantly lower than our core lager brand Tennent's which has an ABV of 4%. The innovation in our live report further over the last six months has also been dominated by lower alcohol products. For example, we have recently launched a 2% version of Tennent’s Lager and a 0% version known as "Tennents Hee Haw". Both these products are important additions to our lager portfolio.
We continued the rollout of Caledonian best ale. At only 3.2% ABV it is significantly lower than the industry average for beer. It has been subject to an advertising campaign and rugby and golf sponsorship promotions.
Our biggest impact is that we have removed the high-strength white cider brands from our portfolio.
We have also launched smaller pack sizes, 330 ml cans of K cider.
We have delivered our pledged unit reduction of 30 million units of alcohol.
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